PlayStation and Balenciaga game merchandising is a big win
Back at the end of 2020, Balenciaga released its Fall / Winter 2021 collection. While most brands staged their collections digitally via YouTube, Balenciaga’s offering took the form of a video game titled The afterlife: the age of tomorrow. It was the first time a fashion brand presented playable software, and users had to virtually travel through invented spaces, including a post-apocalyptic store and an enchanted forest. Along the way, avatars with a complete AW21 look appeared, which made it possible to present the then unpublished collection.
Now, the brand owned by Kering – which since 2015 has been creatively led by Demna Gvasalia, the co-founder of Vetements – has taken its video game affiliation a step further. In a surprise move, the label released a capsule collection in collaboration with PlayStation. The trio of products pays homage to the PS5, the sold-out console that also launched late last year.
Equipped with two t-shirts and a black hoodie, bearing the PlayStation branding, Balenciaga written in the PlayStation typeface and a “Nov 2020” stamp, indicating the release date of the PS5, each product also bears the four PlayStation button designs that have been in use since Sony discontinued the first console in 1994. Strangely (but not surprisingly) the products cost more than the console itself: a t-shirt costs £ 495 and a sweatshirt. hoodie £ 650, while the PS5 costs around £ 450 mark.
This is just another example of PlayStation – and, indeed, the gaming industry as a whole – connecting arms with fashion brands. The Sony-owned brand recently teamed up with Nike and Travis Scott on a pair of Dunks, while unveiling their PS5-inspired PG5 silhouette earlier this year. Elsewhere, rumors floating around the Twittersphere suggest that Adidas has brought in the Xbox for a pair of collaborative kicks, which are expected to drop imminently. Meanwhile, in the past, the property of Maxis The sims has partnered with H&M and Moschino on limited edition expansion packs for its franchises.
The following ? We would not be opposed to a Dior and Call of Duty partnership, TBH.
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